Publications
Detailed Information
How to measure the effectiveness of online advertising in online marketplaces
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Kim, Cookhwan | - |
dc.contributor.author | Kwon, Kwiseok | - |
dc.contributor.author | Chang, Woojin | - |
dc.date.accessioned | 2011-12-01T01:45:35Z | - |
dc.date.available | 2011-12-01T01:45:35Z | - |
dc.date.issued | 2011-04-01 | - |
dc.identifier.citation | EXPERT SYSTEMS WITH APPLICATIONS; Vol.38 4; 4234-4243 | - |
dc.identifier.issn | 0957-4174 | - |
dc.identifier.uri | https://hdl.handle.net/10371/74925 | - |
dc.description.abstract | The online marketplace, in the form of an "open market" where a very large number of buyers and sellers participate, has occupied a rapidly increasing position in e-commerce, resulting in sellers'''''''' increasing investment in online advertising. Hence, there is a growing need to identify the effectiveness of online advertising in online marketplaces such as eBay.com. However, it is problematic to directly apply the existing online advertising effect models to the click-through data of online marketplaces. Therefore, a model must be developed to estimate the effectiveness of online advertising in the online marketplace in terms of its characteristics. In this paper, we develop an analytical Bayesian approach to modeling click-through data by employing the Poisson-gamma distribution. Our results have implications for online advertising effect measurement, and may help guide advertisers in decision-making. (C) 2010 Elsevier Ltd. All rights reserved. | - |
dc.language.iso | en | - |
dc.publisher | PERGAMON-ELSEVIER SCIENCE LTD | - |
dc.subject | Online marketplace | - |
dc.subject | Hierarchical Bayes model | - |
dc.subject | Click-through data | - |
dc.subject | Online advertising | - |
dc.subject | Poisson-gamma model | - |
dc.subject | Advertising effect model | - |
dc.title | How to measure the effectiveness of online advertising in online marketplaces | - |
dc.type | Article | - |
dc.contributor.AlternativeAuthor | 김국환 | - |
dc.contributor.AlternativeAuthor | 장우진 | - |
dc.contributor.AlternativeAuthor | 권귀석 | - |
dc.identifier.doi | 10.1016/j.eswa.2010.09.090 | - |
dc.citation.journaltitle | EXPERT SYSTEMS WITH APPLICATIONS | - |
dc.description.citedreference | Huang CY, 2006, J ADVERTISING, V35, P123 | - |
dc.description.citedreference | Manchanda P, 2006, J MARKETING RES, V43, P98 | - |
dc.description.citedreference | FADER PS, 2005, COUNTING YOUR CUSTOM | - |
dc.description.citedreference | Montgomery AL, 2004, MARKET SCI, V23, P579, DOI 10.1287/mksc.1040.0073 | - |
dc.description.citedreference | CHAN YY, 2004, J INTERACTIVE ADVERT | - |
dc.description.citedreference | Chatterjee P, 2003, MARKET SCI, V22, P520 | - |
dc.description.citedreference | LICHUNG J, 2003, BAYESIAN APPROACH MO | - |
dc.description.citedreference | Spiegelhalter DJ, 2002, J ROY STAT SOC B, V64, P583 | - |
dc.description.citedreference | Tapiero CS, 2000, INT J PROD ECON, V63, P141 | - |
dc.description.citedreference | THALL PF, 1990, BIOMETRICS, V46, P657 | - |
dc.description.citedreference | GIVON M, 1990, MARKET SCI, V9, P171 | - |
dc.description.citedreference | MORRISON DG, 1988, J BUSINESS EC STAT | - |
dc.description.citedreference | SCHMITTLEIN DC, 1987, MANAGE SCI, V33, P1 | - |
dc.description.citedreference | BUCHANAN BS, 1985, MEASURING SIMPLE PRE | - |
dc.description.citedreference | LEONE RP, 1983, J MARKETING RES, V20, P291 | - |
dc.description.citedreference | BLATTBERG RC, 1981, MANAGE SCI, V27, P988 | - |
dc.description.citedreference | PARSONS LJ, 1976, J MARKETING RES, V13, P76 | - |
dc.description.citedreference | BASS FM, 1972, J MARKETING RES, V9, P298 | - |
dc.description.citedreference | BERLYNE DE, 1970, PERCEPT PSYCHOPHYS, V8, P279 | - |
dc.description.citedreference | PALDA KS, 1965, J BUS, V38, P162 | - |
dc.description.tc | 0 | - |
dc.identifier.wosid | 000286904600143 | - |
- Appears in Collections:
- Files in This Item:
- There are no files associated with this item.
Item View & Download Count
Items in S-Space are protected by copyright, with all rights reserved, unless otherwise indicated.